@adswithsimon

What they said

Pattern: [product + plain ad] is fine, but [aspirational/emotional scene] sells the desired self or reaction. Four examples, each shown as ad stills stacking in 3 tiers (plain label, benefit/testimonial, emotional "3rd way"):

1. Testosterone supplement: benefit list (bottle with minerals list, "Become Hard to Kill" ad) vs cowboy on a horse (ad reads "You'll have enough testosterone to get women pregnant with nothing but eye contact") = selling "the man he wants to be".
2. Weight supplement: "No wonder the scale wasn't moving" / "I'm shocked!" happy-customer ads vs a 49-year-old woman in a bikini saying she thought her body peaked in her 30s ("My hot mom summer-body is showing") = "the woman she wants to be".
3. ED treatment: a 4-step process list ad ("A 4-step process to longer lasting, harder erections: go to forhims.co.uk, take a quick quiz...") vs a woman laughing at the screen = "he's not buying pills, he's buying her reaction".
4. Mushroom coffee for belly fat: "Help with belly fat / Sometimes it's not fat, it could be stuck poop / 50% off" vs "Make that man regret his existence" ($27, $45 this week only) = "she's not buying a flat stomach, she's buying his regret". Caption: "3rd way is the better way #metaads".

Try this

• Advertisers: Add a third creative type next to the plain product ad and the testimonial. Show who the buyer wants to become, or the reaction they want from someone else.
• Test it in each batch: For every product, write one benefit angle, one testimonial angle and one identity or reaction angle, then compare results.
• Gift and lifestyle brands: Sell the moment, such as the gift being opened or a milestone, not the specs.
• Health and body categories: Be careful. Platform rules on personal attributes and health claims, and local advertising codes, make the reel's examples risky. Use aspiration and reaction angles without implying a body or health condition.
• Creators and agencies: Use the four-example format, showing plain, benefit and emotional versions as stacked stills, in ad education reels.

Links

• None named; example brands/ads are from Meta Ad Library style screenshots (a UK ED brand domain forhims.co.uk visible). No links.